Retail and E-Commerce

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Retail and E-Commerce On-Demand     Register    

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E-commerce has fundamentally altered the customer buying experience, so it's imperative to learn how businesses should account for the latest developments. In this course, you'll redesign customer business processes for multichannel marketing as you learn about payment processing, online shopping, affiliate programs, and measurements of success. Discover how to create, maintain, and optimize a successful e-commerce site, including the all-important landing page, user-friendly navigation, and the shopping cart - all to help increase your conversion rate.


  • How retail, catalogs and e-commerce have come together
  • The online buyer/seller model
  • Basic components of the e-commerce enterprise
  • Three ways to measure e-commerce marketing success

Approximately 90 minutes - self paced

Introduction to Multichannel Marketing

  • The evolution of retailing
    • The retail industry perspective
    • Smart retailers integrate operations merchandising and marketing
    • Map strategies for multichannel success
    • Multichannel shopper programs
  • The social retail customer and the e-commerce opportunity
    • Connected customers require a new approach
    • Case study: Best Buy’s fully integrated connection with customers

Elements of an e-Commerce Website

  • Electronic catalogs
    • Features
    • Static web pages vs. dynamic web pages
    • A basic e-commerce website
    • Case study: website breakdown
  • E-commerce business processes
    • E-commerce merchant applications
    • The buyer/seller model
    • Elements of the online shopping storefron
    • The e-commerce payment process
    • Managing the e-commerce fulfillment process
    • Affiliate marketing programs
    • Using cookies

Multichannel and E-Commerce Measurement

  • Measuring website performance
    • Visitors and tracking
    • Web logs
  • Testing
    • Elements of testing
    • Types of testing
      • A/B testing
      • Multivariate
  • Case study: Zappos
Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.


    • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.


    • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.


  • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.


Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: "Trained staff to improve results!" This is a win/win.

ronRon Jacobs

Ron Jacobs is a marketing communications thought leader, practitioner, teacher and frequent keynote speaker at conferences worldwide. He is president of Jacobs & Clevenger. Founded in 1982, J&C is a Chicago based independent, multichannel marketing communications agency that provides Direct, Digital, CRM, Social, and Content Marketing solutions. Ron is also co-author with the late Bob Stone, of Successful Direct Marketing Methods, the 8th edition of which was published in January 2008. It is the best-selling book on the tools and techniques of direct and digital marketing, and has sold over 250,000 copies worldwide. He is a past president of the Chicago Association of Direct Marketing, and was CADM’s 1998 Direct Marketer of the Year. Ron was the 2010 recipient of The John Caples’ Competition, Andy Emerson Award, for lifetime achievement to the marketing community. He currently serves on the NARB (National Advertisers Review Board.)
Read More About Ron Jacobs

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